How to run a radio PR campaign: 6 essential tips for broadcast success

Radio PR campaigns remain one of the most effective ways to get your story heard by millions. With 86% of the UK population tuning in each week, a well-executed broadcast PR campaign can deliver millions of impressions and give your story the human touch that written content can’t match.

As an award-winning B2B PR agency, we understand the value of taking the best bits of traditional PR, and amplifying them through new and different channels.

When planning and launching any campaign, there are loads of moving parts, and this is especially true if you decide to bring broadcast into the mix. When organisations don’t prepare their spokespeople, have vague messaging or weak creative, a broadcast day can quickly go from an integral part of a PR campaign to a flop. Having run a bunch of successful broadcast PR campaigns, we’ve put together six tips to help you get the most out of yours.

Here’s how to run a radio PR campaign that hits the right notes.

Radio PR campaign planning

1. How to choose a story for your broadcast campaign

Your studio slot is short, so your story needs to hit the right messages. Newsrooms want content that’s fresh, relevant and gets listeners talking. Plus, if you have a well-known spokesperson with something to say, that can help generate interest.

If the angle’s already been done, think about how you can own it. Ask your team, your media relations agency and your broadcast partner for ideas – they’ll know what sparks interest. A focused, punchy story always beats a vague one.

2. How to coordinate your print and online PR activities

Your broadcast PR campaign works hardest when every channel plays the same tune. Pitch online and print journalists a day before the broadcast so your audience reads, sees and hears your story at once. Point them to one clear takeaway – usually a short link or hashtag that sticks.

It’s also important to make sure the messaging of your brand, the story of the brand, and the reason this campaign exists in the first place don’t get lost. Making sure the connection is there and that it’s easy for it to come through in interviews is a tricky – but an important – element of the story generation and moulding process.

3. When to schedule your broadcast campaign

We recommend doing everything possible to avoid planning your radio PR campaign on the same day as another major event. The larger event will inevitably consume all of the media’s attention, leaving your efforts far less effective than they may otherwise have been.

Check media diaries and aim for a quieter news day. Plan your sell about a week ahead, stay alert to last-minute changes, and accept that news sometimes steals your thunder.

4. How to choose – and train – your spokesperson for broadcast interviews

Your spokesperson plays a huge role in getting the message across and generating media interest, so it’s not something to do by halves. The spokesperson needs to be able to speak confidently on the topic and, ideally, has a history and reputation in the industry.

It’s perfectly valid to choose someone from within your company, but media training is non-negotiable. It’s also preferable that the spokesperson has engaged with the media before, as this reduces the risk of nervousness.

Try not to let company politics play too big a role in choosing the spokesperson: if the CEO is the ideal person from a subject matter and charisma perspective, that’s great. If not, investigate your other options, as it’s always better to have someone who is confident speaking about the topic than someone senior stumbling or making simple mistakes.

Once you’ve chosen your spokesperson, the next step is to prepare them for your radio PR campaign:

• Brief them on every detail of the announcement.
• Throw them questions designed to put them off balance.
• Do your homework about the various personalities that they’ll be speaking with throughout the day.

5. Why flexibility matters in radio PR campaigns

One challenge with any broadcast campaign is managing scheduling on the day. The unfortunate reality with a radio PR campaign day is that many opportunities will only come through on the day itself – if you’re lucky, they’ll come through the day before.

Broadcast schedules shift fast, so keep your spokesperson’s diary loose from 8am till 2pm and preferably most of the day, and make sure they’re ready to jump on late requests.

And don’t forget about local radio: hundreds of regional stations reach loyal audiences, so tailor a few regional stats or stories if you can – it shows you care about their patch.

6. Why you need a professional broadcast studio for radio PR

If you want your radio PR campaign to be a success, you should have your spokesperson in a dedicated broadcast studio for the day to make sure the sound is clear and the end result is professional. This should come with a producer or technical specialist who can ensure that tech doesn’t let you down, and can help you manage the logistics of the day.

Key takeaways for running a radio PR campaign:

• Find your hook: A focused, newsworthy story grabs producers faster than any press release ever could.
• Sync your channels: Line up your radio, print and digital activity so your story lands everywhere at once.
• Plan around the news cycle: Avoid crowded days and keep an eye on what else could steal your airtime.
• Train your spokesperson: A confident, media-savvy voice can turn a good story into a great interview.
• Stay flexible: Be ready for last‑minute shifts and don’t overlook the power of local radio to grow your reach.

Want to make sure your broadcast day is a success?

Written by Tom Pallot, Head of Marketing at Definition.

Updated by Rebecca Jackson-Keats, Associate Director on 22/01/2026.